2012-12-10-皮尤-The_Demographics_of_Mobile_News_17页_292kb

Mobile News Habits Demographics Summary

Key Findings:

1. Gender Differences:

   • Men are heavier mobile news consumers than women (40% men vs. 30% women use mobile devices daily for news).
   • Men also spend more time reading in-depth articles and watch more news videos, especially on tablets.
   • Women are more engaged in social network use for news and email sharing on both devices.

2. Education Impact:

   • College graduates are more likely to use apps for news and read in-depth articles on tablets.
   • Lower-educated users are more likely to see tablets as adding to overall news consumption rather than simply replacing previous news habits.

3. Age Variations:

   • People aged 50+ are as likely as younger individuals to get news daily on tablets but less so on smartphones.
   • Younger age groups (especially 18-49) are heavier users of mobile news, social media, and video consumption.
   • Age differences in smartphone reading practices are less pronounced than on tablets.

4. Device Preferences:

   • Tablets are primarily used for reading news, with a preference for a print-like experience (58% of tablet users).
   • Smartphones also involve heavy news use but are more frequently used for social media and videos.

5. Advertising Interaction:

   • Younger tablet users (18-29) interact with ads more often (25% touch or click on ads) than older users.
   • On smartphones, minority users (Hispanics and non-Hispanic blacks) are more likely to interact with ads than whites.

6. Subscription Trends:

   • News organizations are moving towards subscription models; older users are more likely to pay for print or bundled subscriptions.

7. Device Type Differences:

   • iPad owners more frequently use their tablets several times a day and get news daily compared to Android users.
   • Education and income play roles in device ownership; college grads and higher-income groups are more likely to own iPads.

8. Other Mobile Activities:

   • On smartphones, younger people read books and magazines more frequently, while lower-income households consume more videos.

These findings underscore how demographics such as gender, age, and education shape mobile news consumption patterns and preferences.